AND MIRAI / FANCL
Product Branding

01

Creating Main Copy

02

Producing Key Image

03

Designing Website

04

Inventing Media Tools

05

Preparing Invitation

06

Making Leaflet

Under the concept of sound product quality, FANCL CORPORATION offers to
customers addictive-free cosmetic products. Its new brand, “AND MIRAI”, launched on
April 1, 2018 focuses its attention on the lifestyle of modern people under the concept of “Supporting Everyday Life of Busy Today’s Women”. This is a skincare brand based
on a new idea that the dryness caused by blue lights emitted from smart phones can be
treated.
In launching “AND MIRAI”, we were responsible for the strategy designing of its
branding communication and a set of works for producing advertisement images
including its main copy, key images, website, media, invitation and leaflet.
With its main copy of “Flowering Upward (Ueomuite-Sako)”, we uses as FANCL’s key
image a flag in the color of sakura (cherry blossoms) that is inspired by “Sakura
Fermentation Charge Ingredients” featuring this product. FANCL cheers for today’s
women by using a female model with a dignified appearance likely to lead them.

01Creating Main Copy

-A comparison of skin resiliency between the women being around 30 today and those
20 years ago has revealed that today’s females has a higher decreasing rate of skin
resiliency.
-This result can be explained including by the exposure to blue lights due to the longtime
use of smart phones considered as a lifestyle habit unique to today’s people and by
the decreasing opportunities to move mimetic muscles resulting from the daily habits of
not chewing foods and wearing a mask.
-With such background, we created a copy of “Flowering Upward” as the skincare
brand that would bring those women around 30 transparent, firm and elastic skins while
protecting their skins from the influences of daily habits unique to them.

02Producing Key Image

-We expressed a glamorous world view in the key image with using the color of sakura
inspired by “Sakura Fermentation Charge Ingredients” featuring this product.
-In addition, with the main copy of “Flowering Upward”, FANCL cheers for today’s
women by using a female model with a dignified appearance likely to lead them.

03Designing Website

-We designed an official website in launching this brand.
-We designed the official website in a way to deliberately appeal for product features
while impressing its viewers with the brand’s world view by widely placing the main
image on its top page.

04Inventing Media Tools

-We invented “Smartphone Beautiful Women Laboratory (Sumaho-Bijin-Labo)” as a
communication site attached to the official website.
-This newly invented website delivers the information useful to today’s women daily
using a smartphone.

05Preparing Invitation

-We prepared invitations for a press conference for new products which was held on
March 28, 2018 before the official launch of this brand.
-We raised the invitees’ expectation for the new brand with an envelope and an
invitation card enclosed in it. They looked lovely because a cherry blossom-shaped
invitation card can be seen through the envelope on which a designed flag as the brand motif was printed.

06Making Leaflet

-We made a leaflet to be distributed at each shop.
-This leaflet explains the details of products while conveying how this brand views the world.